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With reservations about the effectiveness of mobile advertising rapidly fading, U.S. spending on the platform more than doubled in the first half of the year, rising to $3 billion from $1.2 billion a year before, according to the Interactive Advertising Bureau. Total online ad spend increased 18% to $20.1 billion in the first half. "Consumers have been embracing mobile for the past three years, and marketers are just catching up," said Laura Desmond, CEO of Starcom MediaVest.

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Instagram ads with direct links to product pages are just the first of what's expected to be a series of more sophisticated ad formats rolling out on the social network, according to sources. The offerings could include ads that link directly to checkout pages for brands.

More than half of surveyed Twitter users aged 13 and up said ads and promotions on the service led to a purchase that they otherwise may not have considered, according to a DB5 study conducted for Twitter. A similar number of respondents said that they use Twitter while shopping in a store or have purchased a product they first learned about on Twitter.

Location-based mobile ads for consumer-packaged goods have generated a 74% increase in foot traffic for retailers and boosted visit frequency by more than half, according to a study by Verve. The gains came as the CPG sector raised spending on mobile 219% over the past two years.

Online advertising revenue jumped 18% in the first half of 2013 over the same period a year earlier for a total of $20.1 billion, according to a report from the Interactive Advertising Bureau. Mobile ad revenues increased 145% over the period for a total of $3 billion, while video ad revenues climbed 24% to $1.3 billion.

Coca-Cola has announced the launch of its first digital-only campaign, called "The AHH Effect." The mobile-heavy campaign, to be created in partnership with Wieden+Kennedy, is aimed at teens who want quick, "snackable" bursts of content, and who see their phone rather than the TV as their primary screen. "This signals a whole new way in which we've decided to create marketing content," says Pio Schunker, senior vice president of integrated marketing communications at Coca-Cola North America.